The goal of a salesperson is to engage in quality conversations with suitable prospects and help guide those prospects to a decision that solves a need or want. A salesperson seeks to gain the trust and confidence of the prospects they engage by acting as a trusted advisor throughout the buying process.
A big part of a quality conversation is delivering a consistent message around the benefit and value your company offers. Salespeople can’t act as a trusted advisor unless they first understand the needs of their prospect and how/if their solution solves that need. One of the most crucial steps in gaining these insights is by collecting specific qualifying data and other relevant information that helps provide clarity around the prospects suitability for your product or service, their decision-making process, budget and timeline, and potential buying obstacles.
Whether through light guidance or strict adherence, sales scripts are valuable tools that make the collection of data and delivery of sales messaging consistent across your sales floor. Consistency is key here. Without consistency, there is no real baseline to gauge performance. The most common issue with scripts is that they can be inflexible to the flow of natural conversation. That’s where logical-branch scripting excels. It offers the fluid, natural speech flow of a normal conversation, but offers the consistency of a pre-meditated message.
Logical-branch scripting provides segments of information to the salesperson and then adapts to the conversation based on the how the prospect responds. The salesperson can be presented with either specific messaging to be spoken verbatim, or provided with message guidance, such as bullet points, hints, suggestions, etc. that offer the salesperson more flexibility with what they say while still having guidance to help stay on point as the call progresses. The salesperson will be able to select options and responses based on the direction of the conversation that, when clicked, offers the next segment of the script.
For instance, let’s say in the qualifying portion of your script you ask the prospect if they currently use a product or service that competes with yours. If they answer yes, you know they see the value of using a product or service like yours, and it’s going to come down to distinguishing yourself from your competitors. You click “Yes” and you have a new subscript pop up that asks which competitor they use. Here you can have subscripts built out that address the competitive analysis between you and your biggest competitors. These subscripts can have specific value and benefit differentiators for each competitor instead of generic phrases to blanket them all. On the other hand, if they aren’t using a competitor, you click “no” and your subscripts will be geared toward building the value and benefit of your product or service as framed by the prospect’s need.
Approaching scripting at this micro-level allows management to determine the best responses to any question, including how to handle common objections, and develop the most appropriate messaging to guide the conversation to its ideal conclusion: an informed decision on the part of the prospect. Then once implemented, every salesperson, whether just out of training or a seasoned veteran, has access to the messaging and sales techniques that allow for natural, intelligent conversations with prospects that yield the highest probability of success.
Another part of messaging and scripting is the qualifying questions that shed light on the prospects needs, situation, and potential objections. Logical-branch scripting allows for data to be collect in fields directly in the script or script screen. This makes it much easier to collect information such as who the decision makers are, if they are using a competitor, budget and buying timeline, company information and demographics, or any custom data or comments that are important in their buying process.
As the data and comments are entered into the script module, this is automatically transferred and saved to the contacts information. This eliminates the need of taking notes during a conversation and then transferring them by hand into the system. These fields can be open text fields, drop-down options, or can even track the name of the subscript selected based on the prospects response as a value to collect.
Let’s look at the example of the scripting around competitors. When asking about what competitor they are using, you can either have a drop-down menu, or in the case of building subscripts around each competitor you can have the answer as a subscript button. In either instance, the answer selected will automatically populate the custom field in the prospects information for future use.
As sales cycles get longer and longer, collecting data for future reference helps the salesperson build relationships and promote themselves as the trusted advisor they are. Offering a consistent and seamless method for collecting and saving this data only enhances these efforts.
Utilizing the benefits of logical-branch scripting and data collection not only creates consistency in sales messaging, it enhances the natural sales skills of your sales reps by giving them the right information at the right time as they progress through their conversations with prospects. It also reduces the amount of time they spend writing down notes and entering that information into the system after the call. Instead, they are free to move on to the next conversation more quickly.